Consumers Predict Americans Will Turn the Dial From AM/FM Radio to Streaming Radio Content in Five Years

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Published: May 14, 2013 12:00 p.m. ET

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Stitcher Radio Survey Finds Millennials(1) Leading Market Shift to On Demand Content

SAN FRANCISCO, May 14, 2013 (BUSINESS WIRE) --
Stitcher, the mobile leader in on demand news, entertainment, sports and
talk radio, today shared the results of a nationwide survey
demonstrating an overwhelming preference for on demand viewing/listening
to radio, television and movies among younger Americans. The survey also
found that 57 percent of American adults believe that in five years,
Americans will primarily listen to streaming radio options versus
traditional AM/FM radio. The study surveyed 2,066 U.S. adults, and was
conducted online by Harris Interactive(R) on behalf of Stitcher in April
2013.

The survey also found that students may be leading the shift to on
demand and streaming media. More than 71 percent of U.S. adults who are
students predict Americans will be primarily listening to streaming
radio over AM/FM radio within five years. And, Americans aged 18-34 are
far more likely to currently prefer to watch movies, television, and
listen to music always or mostly on demand than their older counterparts.

"We're relying on our smartphones and mobile technology now more than
ever," said Noah Shanok, CEO of Stitcher. "We're a nation on the go, and
we want access to our favorite radio shows and music at a time that's
convenient for us. With the latest advancements in streaming technology,
apps like Stitcher put entertainment right at your fingertips."

Additional survey findings include:

--
52 percent of 18-34 year olds who watch movies, prefer to watch always
or mostly on demand

--
46 percent of 18-34 year olds who listen to music, prefer to listen
always or mostly on demand; this demographic is more than twice as
likely to listen to music on demand than 35-54 year olds (23 percent)

--
41 percent of 18-34 year olds who watch television, prefer to watch
always or mostly on demand; this demographic is nearly twice as likely
to watch television on demand than those 55 and older (21 percent)

--
81 percent of U.S. adults who prefer to watch the listed entertainment
types (movies, TV shows/programs, music, news, sports) always or
mostly on demand do so in order to watch/listen at a later date or
time that is more convenient

--
68 percent of U.S. adults who prefer to watch the listed entertainment
types always or mostly on demand do so because they can avoid
commercials/advertising

This survey was conducted online within the United States by Harris
Interactive on behalf of Stitcher from April 12-16, 2013 among 2,066
adults ages 18 and older. This online survey is not based on a
probability sample and therefore no estimate of theoretical sampling
error can be calculated. For complete survey methodology, including
weighting variables, please contact Lyndsey Besser at stitcher@sutherlandgold.com.

About Stitcher

Stitcher delivers personalized audio programming on demand, directly to
your mobile device. Stream the latest in news, sports, talk, and
entertainment anywhere without the need to synchronize content or depend
on traditional radio programing. Stitcher is the easiest way to discover
the best of over 15,000+ shows and live stations, with customized
recommendations based on your listening activity. Stitcher is integrated
with Ford, GM and BMW vehicles and has been downloaded over 9 million
times. Stitcher is available for iPhone, iPad, Android, Kindle and Nook
devices in the Apple and Google Play stores or at www.Stitcher.com.

About Harris Interactive

Harris Interactive is one of the world's leading market research firms,
leveraging research, technology, and business acumen to transform
relevant insight into actionable foresight. Known widely for the
Harris Poll(R) and for pioneering innovative research methodologies,
Harris offers proprietary solutions in the areas of market and customer
insight, corporate brand and reputation strategy, and marketing,
advertising, public relations and communications research. Harris
possesses expertise in a wide range of industries including health care,
technology, public affairs, energy, telecommunications, financial
services, insurance, media, retail, restaurant, and consumer package
goods. Additionally, Harris has a portfolio of multi-client offerings
that complement our custom solutions while maximizing our client's
research investment. Serving clients in more than 196 countries and
territories through our North American and European offices, Harris
specializes in delivering research solutions that help us - and our
clients--stay ahead of what's next. For more information, please visit www.harrisinteractive.com.

(1) For the purposes of this study, this is defined as U.S.
adults age 18-34.

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